Willingness to share, comment, like: mediating role of influencer credibility and parasocial relationship in gratifying Generation Z follower needs

Purpose Influencer marketing is an emerging and essential information dissemination method that can influence followers’ behavior in the social media environment. This study aims to investigate the effects of perceived value (hedonic and utilitarian) on influencer credibility, parasocial relationships (PSR) and follower engagement behavior (like, share and comment). It examines the mediating roles of PSRs and influencer credibility in the relationship between perceived value and follower engagement behavior. Design/methodology/approach An online questionnaire was administered to Generation Z followers (n = 270) at Chinese universities using purposive sampling. Data were analyzed using partial least squares structural equation modeling. Findings The findings suggest that the value derived from using social media to satisfy hedonic and utilitarian motivations is crucial in shaping follower engagement behavior, drawing on the uses and gratifications theory (UGT). The distinct value types from social media use had varying impacts on follower engagement. To the best of the authors’ knowledge, this study is the first to consider follower engagement behaviors separately and reveal that hedonic and utilitarian values influence each behavior (share, comment and like) through different mediating effects of influencer credibility and PSRs. Originality/value This study provides a deeper understanding of the varied motivations behind followers’ engagement behaviors by dissecting these actions into distinct categories. Furthermore, it demonstrates the need to integrate the UGT with the mediation role of influencer credibility and PSRs when investigating follower engagement in influencer marketing.